Australia Lingerie Market Report and Forecast 2025-2034

According to this report, the Australia lingerie market size witnessed a healthy growth in 2024. Aided by evolving fashion trends, increasing consumer awareness regarding comfort and fit, and the growing preference for premium and sustainable lingerie, the market is projected to grow at a CAGR of 3.00% between 2025 and 2034.

Lingerie, which includes intimate apparel such as bras, panties, shapewear, sleepwear, and hosiery, is an essential component of the Australian apparel market. In recent years, the Australia lingerie market has undergone significant changes as consumer preferences shift toward a broader range of styles, sizes, and sustainable options. While traditional designs remain popular, there is an increasing demand for lingerie that emphasises both comfort and aesthetics. The rising awareness around body positivity, inclusivity, and environmental sustainability is further shaping the market as consumers seek products that align with their personal values and needs.

One of the primary drivers aiding the Australia lingerie market growth is the evolving preferences of consumers, particularly regarding comfort, fit, and inclusivity. The growing awareness of body positivity has led to a surge in demand for lingerie brands that offer a diverse range of sizes and styles that cater to women of all shapes and sizes. Consumers are increasingly looking for lingerie that makes them feel confident, comfortable, and empowered, leading to the expansion of size-inclusive offerings by both local and international brands.

As per the Australia lingerie market analysis, with sustainability becoming an increasingly important factor for Australian consumers, the demand for eco-friendly lingerie options has risen. Consumers are now more inclined to purchase lingerie that is made from sustainable materials, such as organic cotton, recycled fabrics, and bamboo. The growing awareness of the environmental impact of fast fashion, particularly in the apparel sector, has led many Australian consumers to seek out brands that prioritise ethical production practices and eco-friendly materials.

In response to these consumer demands, key players in the Australia lingerie market are offering collections that are designed to minimise waste, reduce carbon footprints, and use sustainable fabrics. The use of biodegradable and recycled packaging further complements the industry's shift towards sustainability. Furthermore, the desire for sustainable lingerie is not limited to women; some brands are now offering eco-friendly options for men’s lingerie as well, expanding the market’s focus on sustainable practices to a broader demographic.

The rise of "slow fashion" principles, which promote buying fewer but higher-quality items, is also influencing the Australia lingerie market dynamics. Consumers are now more likely to invest in high-quality, durable lingerie that will last longer rather than opt for inexpensive, disposable items. This trend aligns with the growing preference for quality over quantity and is contributing to the expansion of the premium lingerie segment in Australia.

The digital transformation of retail, particularly the rise of e-commerce and social media platforms, has played a significant role in shaping the Australia lingerie market landscape. Consumers increasingly rely on online shopping to browse a wider variety of styles, compare prices, and access new collections. Social media, especially Instagram and TikTok, has become a powerful tool for lingerie brands to connect with their target audience, promote new designs, and showcase diverse body types and sizes. Influencers, celebrities, and body-positive advocates have contributed to the growing visibility of lingerie brands, making it easier for consumers to discover brands that align with their personal preferences and values.

The growth of online lingerie shopping in Australia is being supported by an increasing number of brands offering virtual fitting rooms, personalised size guides, and easy return policies to enhance the customer experience. The convenience of shopping from home, combined with the ability to access exclusive collections, is further boosting the Australia lingerie market revenue.

Lingerie in Australia is no longer viewed purely as an undergarment but has evolved into a fashion statement. Many consumers are now looking for lingerie that complements their personal style, whether it's through intricate designs, vibrant colours, or luxurious fabrics. High-end lingerie brands, known for their elegant and sophisticated designs, have gained popularity among Australian consumers who see lingerie as an integral part of their overall wardrobe. These consumers are increasingly willing to invest in high-quality, aesthetically pleasing lingerie that makes them feel special. This is one of the key Australia lingerie market trends.

The rising trend of lingerie-as-outerwear, where lingerie pieces are styled as part of everyday outfits, has also contributed to the evolution of lingerie as a fashion statement. For example, bralettes and corsets are being worn as part of casual or formal outfits, which further highlights the growing fashion aspect of lingerie. This trend has led to an expansion in the variety of lingerie styles available, as brands create pieces that can be worn both under clothing and as part of an outfit.

The Australia lingerie market is experiencing strong growth, driven by changing consumer preferences, increasing demand for sustainable and comfortable products, and the rise of e-commerce and social media influence. As consumers continue to prioritise comfort, inclusivity, and style, the market is evolving to meet these needs. With the growing demand for eco-friendly and ethically produced lingerie, along with the desire for high-quality, long-lasting products, the market is becoming increasingly sophisticated and competitive.

The future of the Australia lingerie market looks promising, with ongoing innovations in design, materials, and technology expected to shape the industry for years to come. As Australian consumers continue to seek lingerie that combines function, comfort, and fashion, brands that embrace these values and adapt to the changing market will be well-positioned for success in the evolving landscape of lingerie retail.

Market Segmentation

The market can be divided based on product type, material, price range, distribution channel, and region.

Market Breakup by Product Type

• Brassiere
• Knickers or Panties
• Shapewear
• Others

Market Breakup by Material

• Cotton
• Satin
• Silk
• Nylon
• Others

Market Breakup by Price Range

• Economy
• Premium

Market Breakup by Distribution Channel

• Supermarkets/Hypermarkets
• Specialised Stores
• Online
• Others

Market Breakup by Region

• New South Wales
• Victoria
• Queensland
• Australian Capital Territory
• Western Australia
• Others

Competitive Landscape

The report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the Australia lingerie market. Some of the major players explored in the report are as follows:

• Playboy Enterprises, Inc.
• Hanes Australia Pty Ltd.
• KITTY K
• MAISON LEJABY
• NICO
• Triumph International (Australia) Pty Ltd.
• Juem
• Others